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Behr is bringing its vibrant paint colors to life inside Spotify.

Sep 28 2021

Behr is bringing its vibrant paint colors to life inside Spotify. The brand is working with Spotify and Katy Perry for Music in Color by Behr—an interactive tool that matches song characteristics like tempo and key to an appropriate hue for the music’s mood. Music in Color by Behr functions across Spotify’s music library, but Behr is highlighting Perry’s music catalog to promote the feature. To complement Perry’s music even more, Behr worked with the artist on a collaborative line of paints featuring bold tones inspired by Perry’s music including Laser Lemon, Flirt Alert (a red-orange lipstick hue), and Sea of Tranquility. Social media users and music listeners can also share colorful music visualizations via AR filters on Instagram, TikTok, and Snapchat. YPulse’s No Place Like Home trend research found that 64% of young consumers say they’ve become more interested in improving/fixing up their homes because of COVID-19, and the paint company is hoping to reach a new generation of home improvement junkies by bringing Music in Color by Behr to Spotify. (Marketing Dive)